Open-ended questions form the basis of a good exhibition conversation

A round of open-ended questions should remain light-hearted; keep it fun. In practice, this tends to be a challenge time and time again, and that whilst this principle really does form the basis of a successful conversation. This aspect should be an elementary part of the stand staff’s exhibition training. It doesn’t make any sense to reel off a long explanation to a visitor when you don’t even know who they are and what their needs are. When you are wasting time with the wrong person or exchanging useless information, then that comes at the expense of having a good conversation with the right person. So make sure to start off every conversation on the exhibition floor with open-ended questions; these are questions that can’t be answered with a “yes” or a “no”. A closed-ended question will often lead to a “no” response and effectively be the death of the conversation; the prospect will slip away, you will have wasted your time and will have botched up an opportunity.

Some logical opening questions:

• What are your reasons/objectives for attending this exhibition?
• Are you looking for any specific products or services?
• What company do you work for and in what capacity?
• Which product/supplier do you currently use? What do you like about it/them? What, in your opinion, could be improved upon?
• What are your top criteria for a purchase/collaboration?
• At first sight, what are your impressions of our products/services?